Local online marketing firm Yodle acquired ProfitFuel, a company that provides search engine optimization services to small businesses. The purchase is part of a larger wave of companies trying to pry more interactive ad dollars from local businesses, which are steadily losing their aversion to online marketing.
The deal, terms of which were undisclosed, is designed to give Yodle a product and a sales force of 300 people in total who are capable of reaching smaller businesses. One of the primary reasons small- and medium sized businesses have been reluctant online advertisers is because these companies tend to need a good deal of hand-holding in terms of managing their ad spending. But because they amount the spend individually is so small, most agencies and media companies don’t have the means to lavish the time and effort it takes to manage those accounts.
Similarly smaller companies like ProfitFuel appear to have found a way to group enough spending from these businesses to make it worthwhile. At least Yodle thinks so.
David Rubin, previously CEO of ProfitFuel, will now join Yodle as SVP of Sales. Yodle plans to grow 11-year-old ProfitFuel’s Austin, TX headquarters, making it a major hub, and to fully merge the company’s infrastructure and technology by year’s end.